News
IHOP flips for fast casual
December 11, 2019
IHOP Restaurants is getting into the fast casual market with its latest concept, Flip'd, opening in April in Atlanta with additional sites in New York City, Washington D.C., Denver, and San Francisco under exploration for 2020, Jay Johns, president of IHOP, said in a company release.
"In looking at what exists today in terms of fresh, fast menu options — particularly at breakfast — there's still tremendous opportunity for growth," he said. "After talking extensively with consumers in large cities across the country, we designed Flip'd by IHOP to deliver on what folks told us they want and need from a trusted brand like IHOP in a fast casual setting, putting an emphasis on quality ingredients, speed, to-go and delivery."
Upon entering Flip'd, visitors can order from a digital kiosk or directly at the counter. They can also order online in advance and pick-up their items from a designated to-go area or have it delivered. Catering will also be available with guests choosing large servings of build-your-own pancake bowls, breakfast sandwiches and a burger bar.
"Today, millions of Americans are settling for sub-par breakfast foods that are either microwaved or have been sitting under a heat lamp because they're forced to grab something while at their usual coffee spot," Johns said. "With Flip'd by IHOP, guests don't have to compromise — now they can get freshly-made, all-day menu items like Pancake Bowls and Egg Sandwiches along with a hand-crafted espresso beverage for a good price and in a matter of minutes."
Going fast casual is strategy that Cracker Barrel took nearly four years ago when it launched a fast casual brand, Holler & Dash, in Alabama and quickly added locations in Georgia, Tennessee, Florida and North Carolina. Earlier this year, however, Cracker Barrel, acquired Maple Street Biscuit Company , a 33-unit fast casual brand based in Jacksonville, Florida, and plans to transform all Holler & Dash units into Maple Street Biscuits.
